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UNWTO/PATA Event - Technology in Tourism
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UNWTO/PATA Event - Technology in Tourism


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Dr Mathew McDougall's presentation "Technology in Tourism" that was delivered on day 1 of the forum. …

Dr Mathew McDougall's presentation "Technology in Tourism" that was delivered on day 1 of the forum.

The forum aims to provide a Pan-Asia-Pacific platform for policy makers, senior officials, researchers and industry representatives to take stock of the global & regional trends and their impact on tourism on an annual basis.

The event, under the unique and joint umbrella of UNWTO and PATA, helps participants to share information, analyse the current situation and map out the next course of action for the future.

Published in: Business, Technology

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  • 1. Technology  in  Tourism  Dr. Mathew McDougallCEO, Founder; Digital Jungle  
  • 2. There is a lot of technology in tourism!…. so what are we going to focus on?Social media is impacting tourism in increasing ways- as an industry we must embrace new technologies to understand this powerful
  • 3. China has a rich and diverse set of social media sites
  • 4. Chinese Social Media Universe Fast Facts (Source: China Internet Network Information Center June, 2011)
  • 5. As of the end of June 2011, Chinese netizens reached to 485 Million Internet Users
  • 6. Average duration for netizens to surf internet is18.7 hours perweek- an increase of 0.4 hour compared to the end of 2010
  • 7. There were 318 million users of blogs, increased 23.18 million compared with those at the end of 2010
  • 8. 301 million users of online video sharing sites.
  • 9. Netizens accessing the Internet at Internet café 33.76 million
  • 10. my weibo ID: sinotechian In the first half of 2011, Chinese microblog users increasedfrom 63.11 million to 195 million rapidly, increasing 132 million in half a year, with a growth rate as high as 208.9%
  • 11. There are 318 million mobile phone netizens with anincrease of 14.94 million compared to the end of 2010
  • 12. Online shopping users had reached 173 million. Chineseusers of group buying grew from 18.75 million at the end of 2010 to 42.20 million in middle 2011
  • 13. By the end of Jun 2011, Chinese users of travel booking engines increased to 36.86 million
  • 14. China  Internet  Marke=ng  News,  Sta=s=cs  &  Insights   2%   others   3%   18%   47%   8%   8%   7%   7%   Top online travel booking websites (by revenue)
  • 15. Interesting Chinese usage information
  • 16. So… are there some tips wecan use to leverage Chinesesocial media for Tourism
  • 17. •  Monitor the channels they’re using.•  What are they saying about your brand?•  What are they saying about competitors’ brands?•  Pre-empt reputational crises. Be ready to respond when necessary. 1. Listen to them
  • 18. •  Remember our Chinese netizens are different in behavior and in online intent•  Consider what are their motivations for using social media (are you wanting to reach a broad or narrow demographic)?•  How do they interact with different social media channels?•  How to they interact with each other across these channels?•  What drives them to participate and spread messages?•  What kinds of messages will they be receptive to? 2. Understand them
  • 19. •  Don’t simply jump on the social media bandwagon.•  When engaging Chinese through social media you must know which medium is right for your message and your objective•  i.e. when to use corporate blogs vs. forums vs. social networking sites.•  After selecting your channels, make sure your brand is highly visible to the public. 3. Be visible to them
  • 20. •  Why should Chinese netizens engage with your brand and spread your message?•  Is it a social currency?•  Does it leverage opinion leadership among their peers?•  Timely and compelling content?•  Access to exclusive promotions?•  Incorporate incentives that will drive interest and participation. 4. Know what incentives work for them
  • 21. •  Be authentic and transparent in communicating across social media.•  Try to add legitimate value to netizens’ online experiences.•  Most importantly, don’t try to deceive this group– they are smart and it will only lead to backlash and reputational damage. 5. Gain and maintain their trust
  • 22. Gaining insights from Chinesesocial media using technology
  • 23. SIP:EnterpriseLeading Chinese Social Media platforms
  • 24. Buzz by time then by destinationDetermine online buzz by competitor
  • 25. Where are people What do people talking? think? Which channels are people talking in? Today’s social media technology
  • 26. Weibo Analysis•  Fans•  Followers•  Content•  Geography•  Comment Age•  Demographics Understanding your Weibo account
  • 27. Competitive analysisDestinations can understand how they compare in key areas Using technology to gain greater understanding
  • 28. In China, we have a rich Social Media environmentChinese online user behavior is different to the West – Chinese are more social, trusting and entertainment oriented Also, impacting business like never before. Destinations must look at their online brand health, online reputation and product promotionsSocial media is not simply random posting on various media’s butusing conscious engagement strategies targeting specific netizens Tools & Technologies are available for monitoring and analyzingyour Chinese social media programs (however, not as many as for Western social media) 5 Parting Thoughts
  • 29. Follow on Twitter: @sinotechian Follow on Weibo: sinotechian Connect on Facebook: Read my blog: Connect on Linkedin: Mathew McDougall! Chief  Execu=ve  Officer   My presentations on Slideshare: Also, don’t miss out on my new book! “The Chinese Social Media Universe” !